Analysis: The Business of Selling

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Ensuring that crowds continue to flock to classical music concerts relies on a top-notch marketing strategy – and retaining audiences is becoming an increasingly sophisticated discipline

Despite prophecies of the apocalyptic demise of classical music, you don’t have to look far for a positive narrative about its status in the 21st century. Many ensembles are getting it right, with subscription rates rising, audiences diversifying and donor bases expanding. But how are they doing it? It appears that the key to such success might be nothing to do with music at all, but another art form altogether – that of marketing…

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